Toile de Jouy is the traditional name for the ancient French print which adorned the walls of Christian Dior’s first boutique at Avenue Montaigne in Paris: the same print is today the protagonist of the Miami Dior pop-up café, where Poggesi designed the outdoor spaces.
Located on the boutique’s third-floor garden terrace in Miami, in the heart of the Miami Design District, Dior coffee is a work of art, in which the brand’s emblematic Toile de Jouy print, recently modernized by Artistic Director Maria Grazia Chiuri for the Cruise 2019 collection, is embellished with the addition of wild animals such as giraffes, tigers and lions, popping with delicate accent colors of blush pink and navy blue.
The pinnacle point of the space is a bronze Dior logo set against greenery and lit in the background, creating the perfect backdrop for any social media photo; lush greenery enriches the cozy café with refined white seating and large umbrellas flanking the perimeter.
These umbrellas are signed by the Tuscan company Poggesi: thanks to its tailor-made, resistant and durable products, it has been selected by the Doo Architecture studio which designed the project.
In particular, Poggesi supplied two different models of cantilever umbrellas, ONE and KING in customized extra catalogue sizes: the structures come with the same tone as the furnishings and cloths with different colours and decorations, according with the concept of the space, so the result is a harmonious environment, in which all the elements are intertwined and strengthened.
This is the concept of a magical realm, whose beauty is enhanced by the panoramic view on the city.